How to make your business newsworthy (with steal worthy news angles to try)

With journalists bombarded with hundreds of pitches and media releases each day, your ability to generate media coverage is directly determined by how newsworthy and interesting you can make yourself, your business or your topic.

But with so many different media outlets with differing opinions on what is newsworthy to them, how do you choose the right angle to make sure you don’t end up deleted?

Here are some tips to help you find the best newsworthy angle for your business and some steal worthy news angles to get you started. 

1. Know why you want media coverage

The first step in making your business newsworthy is to determine why you want to generate media coverage in the first place. Is it to build brand awareness and get people talking about your products or services? Is it to raise awareness for a cause or issue? Is it to gain credibility and be able to say that you or your business have been “featured in…” or perhaps it’s to be the go-to source on your area of expertise? 

Why you want to generate coverage will not only impact what media outlets and journalists you target but also the angle you use to make it more newsworthy to each of them.

For example if you want to be an ongoing source you wouldn’t send off a media release about how great your product, service or business is. You would be leading with statistics, figures, trends, industry insights and other valuable information that will prove your worth and credibility. 

2. Determine who your target market is

Like any form of promotion you need to know who you are targeting and why. While the journalist will be the first point of contact, they won’t necessarily be the primary market you want to target, unless your goal is to become their expert source.

So think about it, is it that you want to reach new potential customers and persuade them to buy your product or service? Do you to attract more wholesalers to stock your products or high quality staff, licensees, franchisees and investors into your business? 

When you know who you are targeting you will easily identify the best media channels to use to get your message across and the right angle to ‘hook’ both the journalist and your target market. 

3. Know the media you are targeting

Once you have a list of the media outlets that attract your target market, get to know each one. What stories and topics do they cover? What do they find newsworthy? How do they put stories together? Are they factually based or more sensational? Have they covered anything recently that you could give more detail on or an alternate opinion? How much information do they require? How long is each story or segment? What segment, section or journalist will find what you have to share the most relevant?

Keep in mind too that there will often be multiple opportunities within the one media outlet that will also require a different approach or angle. Take a magazine for example, which has editorials and features, personal or business profiles, real life stories, product features, reviews and competitions, opinion pieces and letters to the editor. 

Each of these segments can offer you media coverage though which one you choose will depend on your purpose. If you want to establish yourself as an expert you may want to go for a profile or editorial article. However, if you want to launch or promote a product you may opt for a product feature, review or competition. 

4. Find your angle

When you know why you want coverage, who you are targeting and what media you need to use to reach them, suddenly finding your angle, hook or “in” is a lot easier. 

Keep in mind that the media want to appeal to their audience just as much as you do in order to boost their own ratings, hits or sales, so think about what information you can provide that will help them achieve their goals so you can, in turn achieve yours. Always take a win/win/win approach when it comes to targeting the media.

To help you start thinking about angles you can adapt to attract media coverage in your own business, here are some examples categorised by three types of coverage you might be looking for. 

  • A personal or business profile – Include stories of rags to riches, David versus Goliath, overcoming adversity, something or someone lost than found, successes (like winning an accolade, achieving something that is thought to be difficult or “impossible”, making a discovery, achieving a milestone or attaining a big goal), business growth (franchising, licensing, winning a large contract, expanding nationally or internationally) or even key lessons you’ve learnt (what to do or not to do) in any of the above (or other) scenarios
  • Becoming a source – Provide valuable information people need to know but aren’t told or have no way of knowing like key industry insights, research findings, breaking news, whistle-blower confessions, examples of real world consequences when it comes to new regulations or legislation (or a layman’s guide to understanding it), upcoming trends, public announcements, scams or lawsuits
  • Product feature – New products, themed products (summer/winter essentials, must-have tools for business owners, products every new mum needs etc.), gift ideas, decorations or recipes for celebrations and events (like Mother’s Day, Father’s Day, Easter, Birthdays or Christmas) or products that are endorsed, used or spotted on a celebrity

A good news angle will be relevant to your the audience, interesting to the media and add value to everyone. Remember that the objective is not to push information out but to draw people to you, a concept that can take more thoughtful planning, but will generate more results and sales. 

Amanda


Five tips to help you pitch more effectively to bloggers

When it comes to getting your message out to a large audience, the first response for most business owners is to target the media. Though what more brands are starting to realise is that bloggers can be equally powerful, if not more powerful, at spreading the word.

Not only are they powerful influencers with their loyal audience, they also provide valuable link backs to your website, give you greater flexibility with more promotional posts than the media and can be a lot easier to gain coverage on – provided you do it right.

There are a number of ways you can work with bloggers, from sponsored posts, link placements and advertising, to guest posts, reviews and giveaways. You will find most PR friendly blogs will have a PR page that lists the opportunities available with them and how they like to work with brands. 

Since this is such a great way to get the word out about your business, I thought I would share five tips on pitching to bloggers as both a blogger and publicist, so you can improve your chances of gaining coverage on blogs and building an ongoing beneficial relationship with bloggers.  

1. Personalise your email

It is important to understand that bloggers, like journalists, can receive hundreds of PR pitches a day so it is important to stand out from the crowd. To do this take the time to find out their name and interests (you will normally get this from reading their posts and ‘About’ page).

Don’t send out a blanket email to hundreds of bloggers with ‘Dear blogger’ as the header, general statements like this immediately strip any personal touch from your email and can be skipped over in a sea of emails if there is no powerful subject line or headline to capture attention.

2. Read their blog

There are a number of reasons why you should read the blogs you are targeting. First and foremost you need to determine if they are someone you want to associate your brand with, secondly you want to double check they have your target audience and lastly you want to get to know them as a person to make a targeted pitch.

3. Keep your pitches relevant

Just like the media, don’t send bloggers every bit of information or news on your business. Only send products and services that are relevant to them personally and their audience and do it sporadically. If you email them too regularly or continue to send them irrelevant information they may get into the habit of deleting any email that comes through or block you altogether.

4. Make it win/win/win

Often many businesses get caught up in focusing on the win for themselves and the win for the blogger’s readers that they completely forget the blogger! But bloggers work hard to build their audience and like any human being, want to know what’s in it for them.

So before you approach them think about what you can offer them. With reviews you will obviously give them the goods or services to keep for the review (though make sure it is of a monetary value that is worth their time) and sponsored posts you pay, though what about guest posts? Could you provide them with promotion by promoting their blog and the article across your social media? Could you offer them a reciprocal guest post on your blog or in your newsletter? Think about what they might like or what would help them.

5. Build a relationship

Instead of aiming for a once off mention on their blog, look to build an ongoing relationship with the bloggers you target. Attract their attention by interacting with them on their blog and social media and continue to build rapport by engaging with them.

The better the relationship you build with the blogger the more opportunities you will expose yourself to – particularly if you build a relationship between the blogger and your brand. If they become a fan of your products or services, there is a high chance you will get extra mentions above what you have asked for or arranged.

Do you have any tips or any questions when it comes to working with bloggers?

Amanda


Turning industry stereotypes into powerful points of difference

Whether we like it or not people make assumptions about us, our business and even how we conduct our business based on the industry we are in. 

Don’t believe me? What is the first thing that comes to mind when you think of a used car salesmen, lawyer or journalist? When you call a tradesman are you expecting them to be on time or late? Tidy or messy? What about when you meet with an accountant? Are you expecting a passionate, engaging person or a person who has less personality than their calculator?

While some people certainly do fit their industry stereotypes, many of us don’t. But as frustrating as it can be to be judged according to a perception, idea or bad experience someone else is responsible for, it can provide you with a very clear way to differentiate yourself and a very powerful method to sell. 

To show you here are four tips to help you turn your industry stereotype into powerful points of difference. 

1. Define your industry stereotype

In order to rise above the perceptions and bad experiences people have had with others in your industry you need to define your industry stereotype. To do this take everything bad (joking or otherwise) someone has said about your industry and combine it with common perceptions people have of someone in your field. 

By doing this you now have a list of what not to do, and how to differentiate yourself in the mind of your customers.

2. Create your industry “villain”

Once you have your “not to-do” list, create the “villain” of your industry to give all of the negative attributes a personality. For some industries like real estate or investment, you might paint a really shady, unscrupulous, self serving character, though for others it might be quite mild in comparison yet still appeal to common industry frustrations. 

The key is to make this “villain” realistic and relatable, because this is the person you are getting your customers to focus all their negative feelings and bad experiences on instead of you and your industry as a whole. 

For example a tradesman might say something along the lines of… 

“Have you ever been left waiting for hours without a phone call wondering where your [tradesman] was? Then when they finally arrived [x] hours late, after trampling dirt all through your home, you find out [insert frustration: the job has to be delayed/the job would take longer than anticipated/the job was more expensive than quoted/they don’t have all the materials or equipment they need/it wasn’t done the way you wanted etc.]?” Continuing on with the pain, frustration and inconvenience caused.

3. Become the “hero”

Once you establish the pain and frustration the “villains” cause your potential customers, you then need to establish yourself as the “hero” who swoops in to save your potential customers.

To do this you need to paint the picture of how you, your products and services, the way you deliver them and/or the way conduct your business is vastly different in comparison to everyone else in your industry, using the proof of testimonials where possible. 

Through your marketing copy, and when you are talking to your potential customers, show them how you provide what they need and want, taking the weaknesses of the industry “villains” and turning them into your own marketable strengths. 

To use the tradesman example above, you might follow on by saying…

“But imagine if instead you received a phone call an hour before your tradesman is due confirming your job details along with his estimated time of arrival. If, when they turn up – on time – they removed their shoes, communicated clearly on how long it would take, explained what was involved, had all of the tools and materials needed in their fully fitted out workshop on wheels and delivered on time, on budget with the highest quality workmanship – guaranteed. Then after they finished, they cleaned up all of their mess leaving no trace they had been there other than a job well done. That is what you receive with [business name]”

4. Follow Through

While positioning yourself as the “hero” can generate interest and sales, delivering on what you promise is the true key to overcoming industry stereotypes and creating raving fans that will go on and sell your business for you. People can’t help but talk about someone who is breaking the mould, particularly when the person has helped them greatly. 

Have you ever found yourself stereotyped based on your industry?

Amanda


The four-step formula for more powerful marketing and advertising

Every day your customers are bombarded with hundreds of marketing messages and advertisements. They are there when they turn on the television, listen to the radio, drive past a billboard, wait at a bus stop, go to a public bathroom, search online, open an email, read a magazine or newspaper and even check their letterbox. 

As a result the customers you are targeting are smarter, more informed and value driven, they research their purchases and tend to see through the marketing hype and the manipulative, pushy sales tactics. They are time-poor, have shorter attention spans, scan more than read and want to know what you can do for them before they give you any more of their time or money.

To reach them, your marketing approach needs to be different, strategic, targeted, customer-focused, value packed and concise. Not always the easiest feat, but here’s a little helping hand, a four-step formula you can follow to help you create more powerful marketing campaigns, advertisements and copy.

Step One – Know who you are marketing to and why 

High conversions and great results come from strategic and targeted marketing campaigns where you truly “get” your customers and what they need or want.

To do this effectively you need to be revisiting and redefining your target market regularly. Your customers needs, problems and priorities can change, and who you want to target can change based on your experience, price increases, product changes, the campaigns you are running and your customers’ willingness and ability to spend.

Drill down as specifically as possible so you can find the commonalities in the group of people you are targeting. This will help you uncover which pain point, solution and incentive will be the most effective. I can’t stress enough how important this is to establishing a personal message, the kind that makes your customer feel that you are talking directly to them, even though you may be targeting thousands. 

Step Two – Identify what you are really selling

In order to market your business effectively you need to know what you are selling. This doesn’t just mean being an expert in your products and services, it means becoming very clear on what benefits you are offering your customers. 

To give you an example, let’s use an accountant. Service wise an accountant may offer customers tax returns, bookkeeping, BAS lodgment and structuring, but what they are really selling is peace of mind and security. Their customers can feel at ease knowing that their financial obligations are taken care of and their assets are protected if worse ever came to worse.

In the same way, a mattress store is selling comfort and a good night sleep. A fencing company is selling safety and security for your family. When you find what you are really selling, you can find the emotional pull, motivator or persuader that will most appeal to your target market.  

Step Three – Work out how you do it differently

When you know what you are selling and the benefit it supplies, you need to work out how you do it differently to everyone else. This will allow you to shape a more powerful outcome or result that people will receive simply by choosing to work with you.

Look at what your customers want and need, and then look at what your competitors are doing and not doing compared to you. What is different? What makes your product, service, business or you as a provider different and of more value to your potential customer?

Do you have more experience or expertise? Do you have better processes or follow up? Do you have a guarantee? Do you have consistent or unrivaled results? Do you use higher quality products? Do you have a wider range of colours shapes or styles? Do you have a more personalised service or a quicker turn around? 

Step Four – Stop marketing your product, start marketing your value

Good marketing is not about you, what you do or even what you want to market; it is about your customer, what they need and what is going to most appeal to them in order for them to hand over their money to you. You need to get out of your ego, and into theirs.

Be the solution. Look for ways your products or services and what you are really selling can help your customers solve what they need to solve or achieve what they want to achieve. When it comes to sales and marketing “nice guys” who have a genuine interest in their customers and a desire to help them, finish first. 

Amanda


Three tips to help you build your email list

With so much focus placed on how many likers, followers and connections we have on social media, it can be easy to lose sight of the most important number – your subscribers. 

As business owners we often spend so much time, money and effort building our databases on someone else’s platform, but what about our own? If you could no longer access your social media accounts or blogs, would you have a way of staying in touch with at least some of your likers, followers, readers and connections? 

It can be a scary thought can’t it? To make sure you are building your list while leveraging social media and blogging, here are three tips to turn your likers, followers, readers and connections into subscribers.

1. Create a killer opt-in

In order for a potential customer to give you their contact details willingly, you need to give them value and incentive. It could be a checklist, cheat sheet, fact sheet, list of resources, strategy session, ideas, a gift certificate, newsletter or a whole host of other ideas.

The key is that you need to make it relevant, desirable and where possible shareable, so there is no doubt in your potential customers mind that they (and others they know) must give over their details to get it. To do this you need to be generous. You need to give enough away so it is easy for them to see the value, yet still enough mystery that they need to buy from you. 

A good opt-in, depending on your product, service and industry of course, should inspire your potential customer, challenge the way they think or do something, solve a problem or at least start to solve a problem and/or appeal to their ambition or desire to reach their goal. Emotional engagement is key for high performing opt-in.

If it is a newsletter that you are using as an opt in, instead of saying the usual “sign up for our e-news” say what someone will receive from reading your e-news. Will there be tips, hints, ideas, and deals? Look closely at what value it provides, what will your reader be able to do or know as a result of your information? 

Also try teaming it with a great offer “Sign up for our e-news and get a $5/$10/$50/$100 (depending on what you sell) voucher to use with your next purchase” or “Sign up for our e-news and receive the [x] game-changing tips/hints/questions to ask/habits to achieve [x]”.

2. Capture details with competitions

We all love the chance to win something, particularly if it is something really relevant, desirable, luxurious or expensive (even if it is perceived value) so use a competition as a way to grow your list. Again, look closely at what your potential customers may want or need to make their life or business easier, more enjoyable, fulfilling or profitable. 

While the prize doesn’t need to be directly linked to your business, keep in mind that the more general the prize the more general the people will be who enter it. You don’t just want to grow your database for the sake of growing it, you want to attract targeted, interested people, so take your time when thinking of a prize.

3. Be an information tease

We are really lucky to have tools like blogs and social media at our disposal, so why not put them to good use by doing a little information teaser campaign. 

Once you have identified information you think your audience will really value (think golden nuggets of great wisdom, serious money saving or making tips, a step-by-step process or formula, or anything else you can think of that really gives your audience the opportunity to “peek behind the curtain” of your knowledge), do up one or a series of blog posts or status updates incorporating them. 

Ideally you want there to be at least 5-10 tips/steps/pearls of wisdom in order to get the most impact. But here’s the catch, you only release half – and not the best half, into the public domain the rest you have under lock and key available only to those who join your mailing list. 

Keep in mind though that this only works when the information is relevant, valuable and when done sparingly, when used all the time this tactic can lose its impact. So time it well, after a social media advertising campaign for instance, in order to turn those likers and followers into subscribers.

Do you have any tips for building your mailing list?

Amanda


How to get testimonials that convert sales

You saying you’re great is one thing, but a customer saying you’re great? That can really help to get sales over the line.

Testimonials and case studies can be incredibly powerful. Not only do they give your potential customers an example of how you could help them, the customer giving the testimonial is doing the sales pitch for you, and chances are what they loved about you will be what potential customers are looking for.

So how do you get more testimonials and make the most out of the testimonials your customers give you? Here are four tips to help you get testimonials that will convert sales for you.

1. Request testimonials after you have delivered value

The best time to ask for a testimonial is after you have given your customer value. It could be saving them money, reducing their expenses or stress, or making their life easier. Don’t make the mistake of asking them just after they’ve signed up, not only will you face more resistance, the testimonial you receive won’t be as specific or powerful.

2. Ask for testimonials in person or over the phone

When asking for a testimonial, always ask in person or over the phone. People are more likely to say yes to giving a testimonial when you have spoken to them, they also tend to send it through quicker.

3. Know what you want from a testimonial and be prepared to give prompts

To make testimonials work in your favour, you need them to answer all of the regular objections a potential customer may have with your business and industry. To do this well, you normally need to provide the customer you’ve requested a testimonial from with a guide of what you want.

It could be as simple as sending them a quick email thanking them for agreeing to do a testimonial and including a sentence like “what we are mainly looking for in a testimonial is how you enjoyed working with us. This could include the level of service, ease of contact, the quality of our work and what you thought of the finished product (plus any other specifics you want to include).”

4. Encourage customers to publish testimonials on a social platform

Once they have agreed to give you a testimonial ask if they would mind giving it to you on a platform like LinkedIn, Google +, Facebook, Twitter or a review site where others will see it.

It’s one thing seeing a testimonial on a website, but seeing a testimonial given by a real person publicly? That adds a whole new level of reality and credibility, especially when you know the person giving it.

Plus with many review sites and LinkedIn requiring testimonials to be uploaded by the person who is giving them, it allows you to increase the number of testimonials you have on these platforms. It also, still gives the you the ability to copy and paste them into your other promotional material easily.

Amanda


Six usability mistakes businesses make with their web copy

When it comes to writing for the web, to make your copy truly effective there is a lot you need to do in a small amount of time. You need to be compelling and establish your value quickly, though you also need to make sure your copy is easy to read, easy to understand and leads your web visitor somewhere – preferably to a sale.

Unfortunately for most businesses their web copy doesn’t even come close to doing this. To make sure you’re not in the majority, here are six usability mistakes most businesses are making with their web copy and how you can avoid them to make sure you get the results you want.

Mistake #1 – Choosing pretty fonts instead of practical fonts

With a wide range of fonts to choose from it can be tempting to go for a font that will look more attractive to make a statement or differentiate you from other sites. The only challenge is many of these fonts can be harder to read, particularly on a computer screen that is hard enough to read on.

When it comes to the web (and really the same applies across all your marketing material) fonts like Arial, Calibri, Tahoma and other smooth rounded fonts make your text easier to read for your visitors. Also keep in mind the size, colour and spacing of your text as this will impact readability too.

Mistake #2 – Not having critical content above the fold

The space above the fold (where people don’t have to scroll to down to see text or images) is prime real estate on your website so be sure to make the most of it. Instead of sticking a large image that doesn’t establish your value or what you do, place your most critical and compelling information there so your reader has incentive to scroll down.

It could be a paragraph, a sentence or a headline, there is no rule as to how much text there should be, just as long as it gives your reader a reason to read more. The less you rely on your reader scrolling the better.

Mistake #3 – Not giving mobile users access to your full website

You’ve no doubt experienced the frustration of using your mobile to access a website you regularly use on your desktop only to find you can’t access what you need to. So don’t disadvantage (or annoy) your mobile visitors by giving them a limited version of your website. Mobile users should have the same usability and search ability as desktop users.

It is important to check your website on your mobile and see what your website looks like to readers and what they can see above the fold as this can often vary depending on the device they are using.

Mistake #4 – Not having a clear sales process or navigational path

One of the first steps you should take when planning your website is to work out what you want your readers to do on each page and where you want them to go next. Do they need to be guided through a number of pages in order to make the sale or will they get everything they need to purchase off the one?

Ask yourself what path would you ultimately like them to take through your website? What page should they visit first? What page should they visit second and so on? Once you have worked out where they should go, make sure it is easily signalled in your copy along with a call to action that allows them to act now if they want to.

Mistake #5 – Not having website pages that are easily digested in 5-10 seconds

On the web you have 5-10 seconds to grab the attention of your reader – the time it takes to read a headline and maybe your first sentence. You don’t have long at all to establish what you do and what value you can provide, but you need to find a way.

It used to be just your home page you had to do this on as that was the main point of entry to your website, but now your reader’s search could land them on any page from your blog to your service page, your about us to your contact page, so every web page needs to establish your value, start solving a problem or provide the information your reader is looking for within 5-10 seconds.

Mistake #6 – Not making it easy for a visitor to get in contact with you

So many businesses are becoming faceless online, only allowing their web visitors to contact them through a designated contact form, while this can work with some industries and businesses, most consumers want to be able to get in touch with you in a variety of ways like phone, email, social media and a contact form.

Minimise your web visitor’s frustration by making it easy for them to get in touch with you. Where possible include your phone, email and social media contact details on every page or in your side bar so regardless of what page your web visitor is on they can get in contact with you easily. If you are worried about listing your email because of spam, then spell it out in full like amanda(at)velocitymedia(dot)com(dot)au.

Amanda


Four ways to identify more business opportunities

To be successful entrepreneurs we need to be continually innovating and looking for opportunities to grow our business.

But how do you find new opportunities to take your business to new markets and growth levels? Here are four ways to identify more business opportunities.

1. Listen to your potential clients and past leads

When you’re targeting potential customers listen to their needs, wants, challenges and frustrations with your industry. Have they used similar products and services before? What did they like/dislike? Why did they come to you? What are their objections with your products or services?

This will help you to find opportunities to develop more tailored products and services, hone your target market and identify and overcome common objections.

2. Listen to your customers

When you’re talking to your customers listen to what they saying about your industry, products and services. What are their frequently asked questions? Experiences? Frustrations? Feedback and complaints?

This valuable customer information will help you identify key business opportunities to expand and develop your current products and services.

3. Look at your competitors

Do a little competitive analysis (don’t let it lead to competitive paralysis though!) to see what they doing and more importantly not doing? Where are they falling down? What are they doing right? What makes customers go to them over you?

Analysing your competitors will help you identify key business opportunities to expand your market reach and develop your products and services.

4. Look at industry trends and insights

Subscribe to industry publications, join relevant associations, set Google alerts for key industry terms and news and follow other industry experts on social media. Absorb yourself in your industry and continually educate yourself on the latest techniques and trends.

How do you identify additional business opportunities?

Amanda


How to avoid being overwhelmed by your competitors

Researching your competitors can be a great way to keep up to date with industry developments, identify new market opportunities and find out what is and isn’t working for others.

But occasionally competitive analysis can turn into competitive paralysis, where you become so focused on what your competitors are doing that you lose sight of what you are trying to achieve or worse lose all motivation.

To prevent you from becoming overwhelmed and distracted by your competitors, here are five tips to keep your competition in the proper perspective.

1. Be a leader not a follower

When you change the way you do business or take an alternate course of action because of what your competitors are doing, they become the leader and you become the follower.

You are making business decisions based on someone else’s plans and goals instead of your own. Your business becomes dependent on what your competitors are doing, putting you always one step behind.

As a business owner you shouldn’t change your actions or decisions in reaction to any competitor. Certainly innovate when needed, though focus on building a business that works for you and value-adds to your customers.

2. Remember you won’t get every customer

It’s important to realise that you won’t get every customer, there will always be those that go elsewhere. So don’t covet your competitor’s customers, even if some of them once belonged to you. Instead focus on your own ideal target market and look to dominate there.

3. Be different

If you want to get ahead in business the key is to be different. You can certainly learn from other people’s successes and failures though don’t spend all of your time looking in the rear view or side mirrors watching what everyone else is doing, focus ahead on your goals and the best direction to go.

Develop your point of difference, what you can offer your clients and prospects that no one else can (or at least not as well). Perhaps it is in your processes, the quality of your products or services, your experience and expertise or the follow up services you provide. Focus on your differences and what your current clients say they love about you.

4. Look at their weaknesses not strengths

When you do look at what your competitors are doing, look for their weaknesses and the growth opportunities you have out of those, instead of focusing on their strengths and how you can replicate them. Find where they fall down or are vulnerable and turn those areas into your strengths.  

5. Stay focused on your customer, not your competition

If you want to grow your business and expand your market share, the best and quickest way to do it is to stay focused on your customer not your competitors.

What do your customers want and need? What are their problems and challenges? What results do they want from your product or service? The more you can get inside your customers mind the more relevant and targeted you can make your products, services and marketing. Give your customers what they want and they will not only keep coming back they will also refer their family, friends and colleagues.

So be a leader, find opportunities to be different, stay focused on what your customer wants and continually value-add and innovate to give it to them. Do this and you won’t have to worry about your competitors. They on the other hand will have a lot to worry about with you.

Amanda


Finding your point of difference

In business it pays to be different, but when you’re selling the same products or services as everyone else in your industry, it can be hard to find a way to differentiate yourself that doesn’t include competing on price.

While it can seem like a good idea to begin with, focusing on price alone means you have to work harder to make a profit, it leaves you vulnerable to competitors who undercut and you tend to attract a certain kind of customer – those difficult, fickle, price-driven customers who will up and leave you the moment they find a cheaper price.

So how do you find your point of difference when you have the same offering as others? Here are six ideas to get you thinking about how you can differentiate your business without competing on price.

1. Experience or expertise

Take a closer look at what you personally bring to your business and clients that your competitors don’t.

  • Have you been in business longer?
  • Have you had more industry experience?
  • Have you built your business out of your own need so have first-hand experience with the issue your clients are facing?
  • Do you specialise in an area most don’t?
  • Do you have any specific qualifications that are hard to attain or very exclusive?
  • Have you dealt with difficult or uncommon situations that have given you more specialised knowledge?
  • Are you or your business more well-known and trusted?
  • Have you worked for any major companies?
  • Have you written a book?
  • Are you a member of any exclusive groups or associations?
  • Have you won an award?

 
2. Better processes

Are there any key differences in the way you develop, produce (or source) and deliver your products or services compared to the way others do?

  • Is your project briefing more comprehensive to ensure more tailored products or services?
  • Do you take extra steps to ensure higher quality products or services?
  • Do you follow a specific process or formula that gets more consistent results?  
  • Do you have better client follow up to ensure they received what they needed/wanted?
  • Do you offer a guarantee that is more inclusive or longer than your competitors?

 
3. Exceptional quality and/or consistent results

Do you produce higher quality products or services or do you get greater or more consistent results? If you can prove you products or services are of a higher standard, have more value or achieve better results than your competitors, a potential client will quickly select your business even if you are more expensive.

  • Have you helped a large percentage of clients achieve something? (70% of clients achieve their goal weight within six months of training with you)
  • Do you have quantifiable results that are proven through testimonials or case studies? (Doubling profit, halving expenses)
  • Do your products last longer or work faster?
  • Are they more environmentally friendly or energy efficient?
  • Do you use more stronger, durable and/or safer materials?
  • Do you as a business have a better safety record?
  • Do you have the exclusive rights to sell a particular brand or product?

 
4. A wider range of products or services

Do you or could you offer a wider range of products or services than your competitors?

  • Do you have a wider range of colours, shapes or styles?
  • Do you have it available in different material?
  • Do you have better or more add-ons?
  • Do you offer (or have you aligned with other businesses to offer) a one stop shop of services?
  • Do you include “how to” guides, workshops, or webinars on how to get the most from your products or as a value add for your services?

 
5. More personalised and/or quicker service

Do you provide a really quick turnaround on products or services compared to others in your industry? Or a more personalised service where your competitors are faceless? Many people will choose a business and pay more if products and services are received quicker and/or they have the convenience of being able to contact someone easily.

  • Will customers always talk to a human being or only be on hold for a certain period of time? (particularly important in industries where you are normally left on hold or have to do everything through a website and not talk to someone)
  • Are you easier to get hold of?
  • Are you available for longer hours or have an emergency after hours call service (if applicable to your industry)?
  • Do you have a set time you answer enquiries by?
  • Do you ship products or deliver services quicker?
  • Do you have a guaranteed delivery time?
  • Do you give your clients more one-on-one time?
  • Do you spend more quality time getting to know clients in order to help them better?

 
6. Well-known clients

Do any well-known individuals or brands use your products or services? Being able to differentiate yourself by the quality of your clients can be a great way to establish credibility and generate publicity for your business.

Not only do you appeal to their fans and clients, people will naturally assume you are good if high-profile people or businesses use and endorse your products or services.

Ask your well-known clients if they would mind giving you a testimonial (video is ideal) about how they have enjoyed your products and services. Also ask if you can use their name and logo on your website and in other promotional material, as this will help build credibility and rapport with potential customers.

There are literally hundreds of ways to differentiate your business and establish your value. The key is to get a little creative. Look closely at the needs and frustrations of your potential clients and what your competitors are doing and more importantly not doing, very soon you will start to identify your existing points of difference and additional opportunities for you to differentiate.

Amanda


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